Inadequate Price Transparency Hinders Decision-Making

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3 quotes
Shoppers expect upfront visibility of price per kilogram and total costs, including shipping. When such details are missing or inconsistent, users face difficulties in comparing products, leading to potential abandonment. Implementing a 'sort by price/kg' option and clearly displaying total costs in listings will reduce confusion and expedite decisions.

Facets

These facets are broadly related to the theme.

Reasons the participant gives for choosing items (follow‑up asks them to explain what inspired their selections).

Found in 42 of 42 interviews · 333 mentions

Shopping actions usedClassified by AI

The specific site interactions and navigation steps the interviewer will observe as the participant shops (useful for categorizing behavior).

Found in 42 of 42 interviews · 283 mentions

Lists the problems or friction points users report during or after the visit that reduce satisfaction or create barriers to purchase.

Found in 37 of 42 interviews · 66 mentions

Captures what benefits (functional or emotional) users mention as the main reasons they prefer buying dog food on Amazon after a visit.

Found in 42 of 42 interviews · 226 mentions

Quotes

Open quote details
Michael Z.

“It would be a good feature on Amazon if you could sort by kilo price.”

Open quote details
Michael Z.

“I wish it were possible to sort the products by price per kilo. That would have allowed for a much more stringent search. And I'm not sure whether this restriction by dog weight or weight control really applies to all the products displayed. Because I didn't find it explicitly in the product I selected. So I'm a bit skeptical. But otherwise, I came to a conclusion pretty quickly.”

Open quote details
Daniel E.

“I think that, like, if I put in 15 kilos, it shouldn't be the sponsors. Like, shouldn't be the smaller ones straight away, like 12 and threes. I love it if it actually just showed me the 15 kilos. Like, yeah, this is not what I'm looking for nor is this. Oh, this one is actually my bad. Apologies. I'm not interested in the dog food. You know? I want more specific. So, like, I'd also like it if it did actually say 15 kilo. I I don't know how there's a 650 I need to find what this is. Sorry. So, like, some of the prices being insanely overpriced. Packer four. Things that I would love, that's not right. You know? These are overinflated and the wrong prices for sure. Like, that's a £100 a bag. Over a £100. What? Okay. Yeah. I think that needs to be definitely looked into for sure.”